When I've had the Coppola treatment done, my stylist first put the keratin formula on my hair, then blew it dry, then flatironed it such that it was poker straight. After the blow out, it looked straight, but not poker-straight. It looked like it usually looks when my stylist blows it dry. I think that if you don't flat-iron the keratin into your hair, it will wash out very, very quickly.

It would be interesting to see what a professional would say about it.

Originally Posted by anniemae

I'm curious, my stylist says it reduces curl but doesn't really straighten, but redcues frizz. I'm curious what people have it think?

Originally Posted by Merri

This is true, but I think it also depends on your hair type, texture, thickness, wave/curl pattern, etc. For me, my hair is very straight (not like my avatar picture). I actually let it air-dry so that I get a little bit of wave back. It does wear off gradually though, so I'm enjoying it while it lasts. It is fun for me to have straight hair for a change, especially during the summer.